The Magic of Celebrity Involvement: How Projects and Concepts Get Public Nod When Icons Get Involved [VIDEO]

Close

Branding is way more than a logo design. It is the rare chance to differentiate a company from all other competitors. Read on to find out more.

According to Entrepreneur, the process of building a brand through celebrity involvement entails a lot of money and risks. For one, the endorser is held accountable for the quality of the product to the reliability of the company. So far, it works as celebrities increase the "glamor quotient" of the item being sold.

Hastening shift from offline to online

Make My Trip, an online travel portal, closed a deal with Ranveer Singh and Alia Bhatt as their first ever brand ambassadors. The main reason for it was to tap the younger audience and popularize the product online.

Make My Trip aims to convert the "offline" traveler into a regular online customer. Another travel portal, Yatra.com, has signed a contract with Ranbir Kapoor to create the necessary "connection" to the millennial market.

Overhauling Brand Identity

To illustrate, Chinese smartphone manufacturer OnePlus assigned Bollywood star Amitabh Bachchan as its brand ambassador. Since Bachchan started endorsing the company's flagship mobile device, the OnePlus 3T, other companies began to be threatened.

Oppo, Gionee, and Vivo have hired several celebrities too to catch up in the social media campaign of OnePlus. Certainly, in one way or another, celebrities affect product marketing.

Relaunching of identity

Relaxo, Indian footwear, changed its brand image after four decades by getting Salman Khan as its endorser. The company also refurnished its logo, in line with the changing needs of the younger audience.

Additionally, condom brand Durex got Ranveer Singh to connect to the new market. Basically, it wants to promote safe sex. With Singh being the face of Durex, it hopes to reinvent its identity to entice the urban youth market. Foodpanda, meanwhile, recently signed Shahrukh Khan as its brand ambassador.